Robert Nelms - View My Complete Resume


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Robert Nelms - View My Complete Resume

  1. 1. Robert J. Nelms 152 Olympic Place | Decatur, GA 30030 404-423-6139 | | INTEGRATED MARKETING PROFESSIONALAccomplished marketing professional who combines strong strategic thinking with a proven ability todesign new or expand upon existing integrated marketing programs. Experience spans across start-upsthrough Fortune 1000 companies and multiple competencies, with particular strength in strategy, digitalmarketing and branding. Recognized as a creative problem solver and consensus builder, skilled at quicklyassessing situations or identifying opportunities and developing practical solutions. Marketing Strategy Digital Marketing Brand Management Agency Management Social Media Market Research Direct Marketing Advertising Planning Product Development Contract Negotiation Mobile Marketing Website Design CAREER ACCOMPLISHMENTS BEAZER HOMES – Atlanta, GA 2006 - Present Beazer Homes, a Fortune 1000 Company with nearly $1B in revenue, is a top 10 national homebuilder with over 175 retail outlets and communities. Sr. Director, Marketing Programs (2010 – Present) Reporting directly to the CMO, lead planning and development of annual marketing strategy and drive implementation through Corporate and Field Marketing teams. Assumed key role in assessment and strategy of new and underperforming assets.  Oversee development of all demand generation programs and promotion of digital properties, including website, mobile site and social media sites – took SEM and display spend from $20k/mo to over $350k/mo while reducing CPA significantly  Launched aggressive social media and mobile advertising strategy – social engagement metrics and mobile site traffic increased by 35% and 20%, respectively  Spearheaded creation of marketing dashboards that integrate digital advertising, social media, website acquisition and in-store traffic – insights led to shifts in budget allocation  Steered and/or turned around new and underperforming assets with values in excess of $32M through market research, product development, branding and consensus building Director, Brand Strategies & Marketing (2008 – 2010) Directed marketing function through major reorganization effort that succeeded in expanding Corporate Marketing responsibilities and driving down costs, while continuing to evolve the brand platform and deliver marketing programs that helped meet company objectives.
  2. 2. Director, Brand Strategies & Marketing (Cont.)  Sourced and managed all agency relationships and developed turnkey marketing solutions for Field Marketing team, including fully integrated campaigns and an online ad builder – reduced agency costs by 45% and improved speed to market (2-5X faster)  Managed strategy and execution of national marketing efforts, including sales promotions, brand campaigns and retail promotions – improved sales ($200+MM)  Implemented database segmentation strategies to streamline sales and marketing efforts – resulted in automated email nurturing program and new sales follow up processSr. Marketing Manager (2006 – 2008)Responsible for development and rollout of new brand platform across 32 markets, as well as theinception of company’s digital marketing program.  Led in-house and agency resources to execute brand platform – improved impression (+28%) and consideration (+46%) metrics for print, website and overall positioning  Built digital marketing team and sourced agency support to introduce digital marketing strategies, including SEM, SEO, display and online promotion library  Instilled “test and learn” culture through the introduction of A/B testing and development of microsites and landing page program – conversion improved as much as 140%PATELCO CREDIT UNION – San Francisco, CA 2003 - 2006Patelco Credit Union is the 10th largest financial services organization in its industry with over 40 retailoutlets, 270k members and $3.7 billion in assets.Marketing Manager (2004-2006)Recruited to reverse downward membership trend and revamp department through rapid restructuring,creation of new brand and introduction of monthly promotion calendar. Membership grew 155% andassets increased 60% over tenure (from $2B to $3.2B).  Managed development of annual marketing plan and implementation across all channels, including internal sales, online, media, direct, retail, advisory group, etc.  Introduced acquisition and retention strategies, including onboarding, cross-sell and upsell programs – improved response rates (+28%) and product adoption (+14%)  Partnered with online banking and product teams to enhance online portal and develop new financial products to members and non-members  Selected as member of 8-person strategic planning committee to determine 10-year plan for company (only non-senior member of committee)Creative Projects Supervisor (2003-2004)Responsible for overhaul of creative team and improved delivery of annual marketing plan.  Restructured in-house studio and vendor support – cost reduced by 22% through fee reduction, negotiation of fixed-pricing structure with print vendor and development of online production management tool
  3. 3. Creative Projects Supervisor (Cont.)  Key member of brand development team, and responsible for managing execution of new brand – included website redesign, retail merchandising and traditional media  Conceived and implemented monthly promotion calendar, which integrated direct marketing, telemarketing, print, radio, retail tie-ins, sales and digitalSCRIPT PIPELINE ( – Los Angeles, (Pipeline Into Motion Pictures) is a privately held company and market leader thatprovides professional services for film industry professionals.Manager, Brand Strategies & Marketing (2000-2003)Managed overall marketing presence and helped launch and direct new e-commerce website toward amarket leader status, which it maintains today.  Developed brand and designed aggressive start-up marketing plan to saturate this emerging market and seize market leader status - #1 in brand awareness  Expanded site to include subscription-based portal with partner marketing, sponsored content and revenue sharing – increased revenue (15% in first 3 months)  Negotiated buyout from competitor that was ultimately declined by the owner and CEO EDUCATION MBA Global Management – University of Florida – Gainesville, FL Exchange program with SDA Bocconi – Milan, Italy BA Economics – Tulane University – Cum Laude - New Orleans, LA Exchange program with the London School of Economics – London, England ACTIVITIES Safe Kids Georgia – Board of Directors, Co-Chairman of Marketing Committee Atlanta Interactive Marketing Association (AiMA) – Member ALTA & Ultimate Tennis Champion RECOMMENDATIONS“Robert is a smart, strategic marketer with excellent insights and an inquisitive nature that enables himto quickly assess situations and develop strong solutions. He blends a broad perspective with the details and keeps both top of mind, and possesses the rare ability to be both strategic and execute. Roberts calm and confident demeanor enables him to be at ease whether interfacing with executives or staff.” -Laura Bajkowski, CMO, Beazer Homes (previous manager) “I brought Robert from CA to GA to help lead not only a reinvention of our branding and internet activities, but also a new energy and work ethic to shift the culture within the department.
  4. 4. RECOMMENDATIONS (Cont.) Robert deftly joined the company and quickly made significant inroads on both fronts. His strength inconceptual and creative thinking helped deliver broad-based brand materials that quantitatively tested better than the prior strategy / execution and more importantly, better than the competition.” -Kim Whitler, CMO, Beazer Homes (previous manager)“Robert has a unique blend of analytical insight and creative development expertise that is unique in the marketing field. His ability to think through the implications of a project or campaign before developing a plan, capture and track results, and develop creative messaging that is on target and effective, is amazing.” -Alison Aplet Jones, VP, Patelco Credit Union (previous manager)